Marketing Research Management explains what you need to do to run a successful marketing research project-start to finish! Through numerous real-world examples, sample surveys and other valuable materials, you get a firsthand account of what you need to do and how you need to do it. Learn how to: * Select the best research tool for your particular situation * Effectively word and structure questions to eliminate bias and gather insights you can act upon * Turn completed surveys into data you can easily analyze * Conduct statistical analyses you can be confident in * Present your findings in an impactful and persuasive manner * Leverage your research to help you accomplish important organizational goals Marketing Research Management is built on a simple philosophy: Believe in the power of feedback. When you ask customers, prospects, employees and other important target audiences what they think-and organize their comments into a format that is...

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